Yu Chengdong's "Three Realms" are all at the same time, asking the world, the intellectual world, and enjoying the world, and the sales are all Huawei's "good worlds"

凤凰WEEKLY

2024-06-07 11:08Posted on the official account of Beijing Phoenix WEEKLY

Yu Chengdong's "Three Realms" are all at the same time, asking the world, the intellectual world, and enjoying the world, and the sales are all Huawei's "good worlds"

Huawei, which "doesn't make cars", has more and more brands that have to worry about sales.

In the past May, Hongmeng Zhixing released the latest data, and the two brands of Wenjie and Zhijie were included in Hongmeng Zhixing, with a total delivery of 30,578 vehicles in May.

This is a continuation of the "new" release pattern that has been in place since April, when new car brands have been publishing the previous month's delivery data on time on the 1st of each month, as is customary. Since April, Wenjie has stopped releasing sales separately.

This is related to the fact that the M7 has gradually passed the peak of sales and entered a flat cycle, which has also prompted Huawei to keep using the original heat to push the new brand to the front of the stage.

At the past "Wenjie New M7 Ultra Press Conference", Yu Chengdong, Executive Director of Huawei, Chairman of the Device BG, and Chairman of the Intelligent Vehicle Solution BU, impassionedly introduced the advantages of the facelifted model, and announced that the Xiangjie S9 will be officially launched in early August, with a pre-sale price range of 450,000-550,000 yuan.

Prior to this, Yu Chengdong also promoted and built momentum for the high-end intelligent driving of the Zhijie S7 at the press conference of the M5, and announced that the Zhijie S7 will be the world's first commercial parking driving VPD in June.

The new M7 Ultra, Zhijie S7, and Xiangjie S9, the three new cars in Yu Chengdong's mouth, are not only for the expansion of Huawei's smart car camp, but also in an attempt to pull Huawei's new "brand" of Huawei's automotive business after the total number of deliveries of Hongmeng Zhixing was defeated for the first time in May.

Asking the world to sell the crown is gradually becoming a thing of the past

"It's not easy to come back to life."

On October 12, 2023, one month after the launch of the new M7, Yu Chengdong sighed in the circle of friends.

As an absolute dark horse in the new energy vehicle market in 2023, the new M7 not only helped Huawei regain face and save AITO's sales, but also brought the stock price of Cialis to soar, which can be described as "killing three birds with one stone".

According to the data, the new M7 launched in September 2023 reached 12,139 units in the first month of delivery, and then soared to 29,997 units in four months after its launch.

From January to March 2024, the delivery volume of all new cars of AITO has always been the sales champion of China's new power brands.

The market situation is changing rapidly, and peaks come and go quickly.

By April, the sales of the new M7 had fallen to more than 10,000, and the AITO Wenjie series also lost to Li Auto with a monthly delivery gap of 701 units, losing the title of the sales champion of the new power brand.

Interestingly, either because of strategic needs or to cover up the dilemma of declining sales, the sales volume of Wenjie in April was not announced by AITO Wenjie itself, but was replaced by Hongmeng Zhixing.

If ranked according to this caliber, Hongmeng Zhixing delivered 29,632 new cars in April, exceeding the ideal 25,787 vehicles, and is still the "champion" of the new car-making forces.

The decline in sales has gradually dimmed the high-profile question world in the past.

In this regard, some industry insiders told "Phoenix Weekly Finance" that the speed at which new car-making forces announce monthly delivery data is directly related to the quality of delivery results. If the delivery results are good, they will rush to announce it, and if not, they will avoid talking about it as much as possible. This was the same as the previous ideal, and so is the question of this month.

The opponent never let up in the pursuit. According to Li Auto's delivery data, Li Auto's delivery volume reached 35,020 units in May. Even the entire Hongmeng Zhixing system failed to keep the sales crown.

New EV brands, which are also positioned in the mid-to-high-end sector, are also ushering in new breakthroughs in sales. Among them, NIO's sales have risen fiercely for two consecutive months. In May, 20,544 new cars were delivered, not only breaking the 20,000 mark again, but also setting a new record for delivery; After completing the delivery of 16,089 vehicles in April, Zeekr reached a record high in May, with 18,616 units delivered.

Can the brilliance of the M7 be replicated?

For any company, the same product has a time when it has gone through the peak.

At the 2024 Future Automobile Pioneer Conference just past, Yu Chengdong mentioned the reasons for the decline in product sales, saying, "The past May was a period of product adjustment, and the main sales of products were changing, so it caused a short-term decline in sales. ”

At the same time, even though Yu Chengdong no longer talked about "far ahead", he showed the attitude of "far ahead". Yu Chengdong expects that starting in June, Hongmeng Zhixing will return to the path of rapid growth. "The monthly delivery volume of one brand alone will exceed 40,000 units, and it will hit 50,000 units per month in the following months."

Yu Chengdong's "confidence in delivering more than 40,000 units a month" comes from the new M7 Ultra.

The day before the car companies disclosed their sales in May, Huawei held a "New M7 Ultra Super Extraordinary Conference" for the new M7 in Wenjie. From the naming of the press conference, it can be clearly seen that the new model is a facelifted model of the new M7.

During the 1 hour and 40 minute press conference, Yu Chengdong introduced the new M7 Ultra at great length. And concluded, "The new car does not increase the price, and upgrades have been made in driving control, safety, intelligent driving, space, etc., and these upgrades are worthy of the word Ultra." ”

Yu Chengdong introduced the new M7 Ultra Source/Screenshot of the press conference

However, a consumer who is quite an amateur in technology told "Phoenix Weekly Finance" that according to his own observation, the biggest change in the new car is the appearance, and then the headrest of the front seat can be removed more quickly, and it has a more "queen seat" feeling after being folded down.

"As for the chassis performance, intelligent driving ability and safety ability mentioned at the press conference, my personal perception is not obvious." said the above-mentioned consumer.

Huawei urgently needs new growth points to fill this gap and ensure stable sales growth.

According to Huawei's official poster, the new M7 Ultra broke 6,000 units within one hour of its launch, and exceeded 12,000 units on the first day of its launch.

The enthusiasm of consumers even paralyzed the sales system of Wenjie for a time. A salesperson of Wenjie Auto wrote in the circle of friends, "Let's just say 'ruthless', but we don't increase the price!! The order system, can it not be paralyzed? ”

It is a fact that Dading and the system are down, but at the same time, it is also a fact that the new M7 Ultra has been opened for small orders long before the press conference.

By querying the circle of friends information of the above-mentioned Wenjie automobile salesperson, "Phoenix Weekly Finance" found that as early as May 17, that is, 15 days before the launch of the new M7 Ultra of Wenjie, the model has opened a small booking right - "Customers who place an order before 20:00 on May 21 can enjoy a small booking gift, that is, a deposit of 1,000 yuan to the balance of 2,000 yuan to buy a car." ”

And the new car has arrived at the store at least a week in advance.

How good is the "world" to win the battle?

Huawei's desire to "copy" the brilliant sales of the new M7 is obvious.

As the first brand in Huawei's smart car model, Wenjie has been highly anticipated by Huawei since its birth, and has also attracted the attention of the entire industry and consumers. This also made its first model, the M5, and the sales of its first model at the beginning of the market continued to rise.

According to official data, since the start of deliveries of the M5 in March 2022, the delivery of nearly 3,000 units in the first month, and after exceeding 5,000 units in May, more than 7,000 units were delivered in June of the same year, with an additional 10,685 units added.

You must know that before reaching a cooperation with Huawei, the monthly risk of its models was only in double digits.

Especially after the launch of the new M7 in the world, Huawei's potential energy has been released again. It's just that from the perspective of the development cycle of the new M7, even with the blessing of Huawei, it is not easy to maintain the market heat.

This is true for smartphones, and the same is true for new energy vehicles.

As a technology giant that has been deeply involved in the Internet for many years, Huawei naturally knows that in the rapidly changing automobile market, it is a universal life cycle law for a product to go from listing to popularity, and then to the gradual fading of popularity.

This is also one of the reasons why Huawei is in a hurry to push the facelifted model of the new M7 Ultra only 8 months after the launch of the new M7, the purpose of which is to make the phased victory longer.

In other words, the Ultra model is used to continue the popularity and sales of the "old model".

In addition, just as in the competition for smartphones, different user groups need to launch the Mate series, Pura series, nova series, and Pocket series, for Huawei, if it wants to reach different consumers without making cars, it needs to have as many energy types and model classifications as possible.

At the 2022 Wenjie M7 press conference, Yu Chengdong once mentioned, "No car company in the world has been able to launch two high-end electric SUVs in more than a year, but Huawei and Wenjie have done it." ”

Huawei did it, but the result was not as it expected, which is why the M7 has been continuously remodeled since then.

Partnering with more car companies to launch more types of products for different user groups has also become Huawei's inevitable choice – Zhijie, Xiangjie, and Yu Chengdong's first smart model mentioned on May 31 in cooperation with JAC and will be launched in the spring of 2025 have all taken advantage of the trend.

At the 2024 Future Automotive Pioneer Conference just past, Yu Chengdong also unabashedly emphasized Huawei's advantages as a technology company to empower smart cars, and bluntly said that the core technology needs to be used by users on a large scale to achieve commercial monetization. Therefore, Huawei has chosen four car companies, Celis, Chery, JAC, and BAIC, to cooperate in creating products

The marketing service capabilities accumulated by the C-end are endowed to car companies. ”

As Yu Chengdong said, in order to promote brand sales under the smart car model, Huawei not only provides a strong online and offline sales network, but also continues to explore and try innovative marketing strategies.

For example, no car company can make two facelifts of the same car in less than 2 years; No car company can still choose to release a second car in the face of overwhelming accusations and doubts after the failure of the first car of a new brand to be launched.

Up to now, whether it is a small order for the new M7 Ultra, or from the debut of the Beijing Auto Show, to the Xiangjie S9 that has opened pre-orders but has not been listed, Huawei has played the "early sales" routine to the fullest.

The ultimate goal of all kinds of actions is nothing more than sales.

For Huawei, the success of the smart car model is closely related to each partner brand. The key to success is sales.

As long as the sales volume is good enough, whether it is the world, the wisdom world, or the enjoyment world, it is an important part of Huawei's smart car strategy, and it is also a "good world" that Huawei deserves to invest more in.

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